Role Of Media Flashcards
(24 cards)
Why was the 1992 General Election a failure for opinion pollsters?
They incorrectly predicted a Labour victory, but the Conservatives won with a small majority.
How did opinion polls perform in 1997 compared to 1992?
Labour was consistently far ahead, making an incorrect prediction unlikely.
What was the range of Labour and Conservative polling percentages before the 1997 election?
Labour: 43%-53%, Conservatives: 28%-33%.
What extreme poll results were recorded in 1996?
Labour at 60% and Conservatives at 21%.
How did Labour poll under John Smith’s leadership?
Regularly in the 40s and occasionally reaching 50%.
What factor was more influential than Labour’s leadership change in its rising poll numbers?
The unpopularity of the Conservative government, internal divisions over Europe, and scandals.
What was the famous headline the Sun used after the 1992 election?
“It was the Sun what won it.”
Which media mogul did Tony Blair court for support in 1997?
Rupert Murdoch.
What major newspapers changed their stance on Labour in 1997?
The Sun backed Labour, and The Times remained neutral but more positive toward Labour.
Why is the Sun’s political influence sometimes questioned?
It has historically backed the winning party, suggesting it follows trends rather than influences them.
What happened in 2010 that challenged the Sun’s perceived power?
The Sun switched back to supporting the Conservatives, but David Cameron failed to win a majority.
What was the most significant voter shift among newspaper readers in 1997?
The biggest increase in Labour voters was among Sun readers, while the biggest Conservative decline was among Times readers.
Which newspapers had strong Labour support?
The Sun, The Mirror, The Guardian, The Independent, and The Star.
Which newspapers had strong Conservative support?
The Express, The Mail, The Telegraph, The Financial Times, and The Times.
What trend suggested newspapers were losing influence over voting behavior?
People were increasingly getting political news from television rather than newspapers.
What is a spin doctor?
A political media strategist who controls messaging and ensures politicians stay “on message.”
Who was the key Labour spin doctor in 1997?
Alastair Campbell.
Who else played a major role in Labour’s media strategy?
Peter Mandelson.
How did New Labour approach media differently?
They tightly controlled messaging, ensured spokespeople stayed “on message,” and manipulated press coverage.
How did Labour’s media strategy influence journalists?
Journalists were courted, flattered, and rewarded with access and exclusive stories.
How did spin tactics change after 1997?
The public became more aware of spin, and journalists became more critical of media manipulation.
What made the 1997 election unique?
It was a “media election,” where Labour controlled the media narrative far more effectively than the Conservatives.
What role did television play in the election?
It became more influential than newspapers in shaping voter opinions.
Why is it unlikely that an election like 1997 will happen again?
Voters and journalists are now more aware of spin and media manipulation.
